EP 55 – Keith Newstrom – The Ins and Outs of Increasing Your Leads and Number of Signed Cases

Keith Newstrom has over a decade of experience in the legal marketing industry and is currently the Business Development Manager at Intake Conversion Experts (ICE). ICE has assisted over 200 Law firms, retained over 40,000 cases, and an average conversion rate of ~75%. Keith previously worked for FindLaw and Thomson Reuters for just over 7 years selling directory listings and leads.

If you are interested in getting in contact with Keith, please email him at newstromk@gmail.com or knewstrom@intakeconversion.com. You can also find more information by visiting his website at http://www.keithnewstrom.com/

Buying Leads and Why Directories Are Still Relevant

Purchasing leads is different for every person and every law firm. Some people prefer to buy as many leads as possible at the lowest prices available while others prefer to buy fewer and ones of very high quality. It is all up to the individual and dependent on what their specific situation may be.

One nice thing about directories is that there is tracking to be able to say there were 100 calls and then determine what happened with each of those. It is crucial to be following up with clients to see how many calls that they had and how long each of those calls were. 95% of the time, clients did not know where the calls were coming from because they were not able to track their marketing. Directories really can apply to all law firms and they do it for everything. Most directories now have some sort of B2B directory as well and they will try to sell you every which way that they can.

Recommendations from Keith on Best Tools for Finding the Best Cases

For starters, Keith recommends doing the whole package. And by the whole package that is getting some leads from PPC, getting other leads from organic, and then there are also the leads that people do not even know they have found your company, and other times where individuals may buy one and share with 5 people and hope that they can retain them before everyone else.

One of the biggest things that Keith has factored into his list of recommendations is the importance of making sure clients are happy and that their clients are happy as well. You want to ensure that they are getting a good return on investment. Some of his favorite tools for this include Shield Legal, Digital Prospects, OpenJar, CASE Legal Media, and Admediary. One of the most interesting things that Keith has also observed is that some of these companies are doing a lot of the marketing that you could be doing on your own but they could be doing it better or on a much larger scale.

Importance of Intake Process in Converting Leads

Buying leads is great, but the intake process is also so important. If you are looking to increase your leads as well as the amount of cases that you are signing to your firm then you need to make sure that you have the entire follow up process. It is crucial to know where your leads are coming from so that you can double down on what is working for your firm and cut out the stuff that is not working. You may be trying to fill a large bucket with many holes and then if you add a great intake team to that, they help to plug a lot of those holes and fill up the bucket much faster which allows you to be making a more substantial amount of money. Intake is one of, if not, the most important part of a business. Make sure that your intake team is empathetic and also very reassuring to your potential clients that they are making the right choice in choosing your law firm.

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